Cleanse, Tone and Moisturise, has been a mantra for women looking for clean, beautiful skin for generations. Now, however, Superdrug sales statistics show that women are drifting away from the three step skincare routine. Toning the skin is generally the middle step of a routine, whisking away any last remnants of cleanser and preparing the skin for moisturizer.
Five years ago Superdrug sold six different skin toners in its own brand range. Declining sales mean that today you’ll find just one on the shelves (Simply Pure Toner, £2.59). And sales of this facial toner has declined 10 per cent (year to date when compared to 2012). Women are not however, just cutting out toner from their regime, they are changing the way they look after their skin, opting for different types of products. While sales of toners have been falling, sales of cleansing wipes and Micellar waters, which negate the need for toner, are on the rise.